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Ericsson says consumers want mobile data tariffs to be less rubbish

Ericsson 5G calls to action

Ericsson’s ConsumerLab asked a bunch of smartphone users what they want from their operators as we move into the 5G era; here’s what they said.

The findings have been condensed into six ‘calls to action’ for operators, which Ericsson will result in them stampeding to Stockholm to by lots of shiny 5G kit and associated services. The report seems to be more of an attempt to offer some top tips to operators based on some consumer feedback, which Ericsson reckons represents 800 million consumers across Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the US.

So, without further ado, here they are.

  • Provide us with effortless buying experience – simplify tariffs and how they’re presented
  • Offer us a sense of the unlimited – make us less paranoid about bill shock
  • Treat gigabytes as currency – enable recycling of unused mobile data
  • Offer us more than just data buckets – how about trying to innovate a bit?
  • Give us more with 5G – as above, uncapped data might be nice
  • Keep networks real for us – stop lying about network metrics please

“Our latest study does not look at a consumer view on 5G in isolation, but rather uncovers unmet consumer needs that must be fulfilled by operators on the way to 5G,” said Jasmeet Sethi, Senior Advisor, Ericsson Consumer & Industry Lab. “From offering an effortless buying experience to focusing on real network performance, consumers are demanding changes they would like to see already made today.”

The calls to action could be further condensed into one simple request: make tariffs less rubbish. As ever unlimited data would be nice but there will always be people who don’t use much mobile data and would like a cheaper alternative. Ericsson has named the report ‘Towards a 5G consumer future’ but it’s hard to see what any of it has to do with 5G. But don’t worry, this is definitely the last time anyone will shamelessly shoehorn 5G onto an announcement this year. Definitely.

  • 2020 Vision Executive Summit

  • LTE Advanced Pro and Gigabit LTE: The Path to 5G

  • TechXLR8

  • The BIG Communications Event

  • 5G North America

  • 5G World


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